New Caesars Online Casino Launches in Michigan Amid Brand Name Transition

Jessica Aletor
By:
Jessica Aletor
10/08/2023/
News
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Highlights

  • Caesars Casino Michigan has now changed its brand name in the state to Caesars Palace Casino Michigan.
  • In addition to a name change, Caesars has launched an independent online casino product for Michigan players.
  • The online casino will be separate from Caesars Sportsbook and has gone live in Pennsylvania, West Virginia and Ontario.

There’s been a lot of rebranding and restructuring in the national gambling industry. Caesars Casino Michigan is the latest company to undergo a radical change in its iGaming offering. As July rolled to a close, the brand quietly changed its name from “Caesars Casino Michigan” to “Caesars Palace Casino Michigan.” This name change also coincided with the launch of the company’s online casino in Michigan.

Prior to now, Caesars operated a miniature casino embedded into its sportsbook app. Its new iGaming product will feature a large gaming library and also direct access to the Caesars Rewards program. However, the scaled-down casino on the sportsbook will remain for interested players.

Caesars Palace Online Casino Goes Live in Michigan and Three Other Jurisdictions

Caesars Entertainment has been long overdue for an upgrade to its online casino. This finally came for Michiganders and a host of others on the 31st of July when the casino company soft-launched the Caesars Palace Online Casino. Caesars launched its iGaming app in Michigan, Pennsylvania, West Virginia and in the bordering Canadian province of Ontario.

According to stakeholders, the online casino will also launch in three other states where Caesars holds an iGaming operating licenses.

“Our new iCasino product Caesars Palace online is now live in multiple states and pending regulatory approval in the others. The new iCasino product offers a significantly improved product and enhanced marketing capabilities, all combined with the compelling benefits of Caesars rewards,” Eric Hession, Caesars Sports and Online Gaming President told the company’s Q2 investors.

More Games Available at Caesars Palace Online Casino Michigan

The new Caesars Palace online casino app has a similar interface but differs from the old Caesars Casino in three major ways. First, it comes in a standalone app; second, it has a more extensive catalog of games; and finally, it allows players to easily transfer earned reward points. These reward points can also be used at Caesars retail casino.

Caesars Chief Executive Officer and Director, Tom Reeg clarified that the new online casino is a massive upgrade from the miniature version.

“It’s a casino-first entry into our digital business. And in terms of capabilities, bonus, segmentation, proprietary games, live dealer, it is light years beyond what we’ve been operating under,” Reeg said.

Michiganders would see a 100% increase in the number of games previously available. In June, we reported that Caesars Casino had a total collection of 234 games, but the Caesars Palace Casino increased that tally to over 500.

The online casino will feature about 486 slots, including 11 new releases, eight exclusive slots and 23 jackpot games. Players can also enjoy a rich collection of 15 live dealer games, 37 table games and about 7 video poker titles.

Independent Online Casino App May Improve iGaming Revenue for Caesars and Michigan

The Caesars brand is synonymous with the highest quality, but Caesars Casino Michigan has been less than impressive. Compared to other operators, Caesars casino did not pull its weight. As at the end of June 2023, Caesars recorded $120.5 million in lifetime online casino revenue in Michigan. This amount placed the casino in seventh position of all-time iGaming revenue in the Wolverine State.

On the flip side, Caesars Sportsbook MI has been relatively more successful, ranking in the top five of operators in the state. The sportsbook is fifth overall in terms of lifetime sportsbook handle. Since it started operations in Michigan, Caesars Sportsbooks have handled wagers $680 million.

Top executives of Caesars believe the new casino would improve the operator’s iGaming revenue in Michigan.

“We are fully aware that we have seen significant competition in the iCasino space. We don’t expect that we’re just going to come in and run everybody over,” Reeg said. “But we feel like we’ve got the product to start to build market share, and wrapping that into Caesars Rewards has been and will continue to be powerful for that business.”

“You should be expecting third quarter for the digital business as a coin flip as to which side of break-even we’re on, but we should be close,” Reeg informed investors. “Your fourth quarter should be a significantly positive quarter. And then we should be positive from then on.”

Reeg also mentioned that Caesars would be aggressive with marketing. The brand is also prioritizing offering customers enough incentives. Players would be able to log in to the Caesars Palace Casino with the same account details as Caesars Casino Michigan. Their bankroll and reward points can also be transferred.

Jessica is a news contributor to Gamble Online Michigan. She holds a Bachelor's degree in Economics but has over three years of experience working in the hospitality and gambling industry. Despite her core finance and investment banking background, she has been a casino feature writer for N1 Interactive Limited and multiple gambling affiliate sites. Her work has been featured on the bet365 blog, casino.zone and Max Force Racing. She spends her time between Michigan and California, staying up-to-date on the latest industry developments